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Marketing Evaluation Of Ryanair (Doc)

   

Added on  2021-02-20

11 Pages1330 Words129 Views
RYANAIR

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3REFERENCES................................................................................................................................6

INTRODUCTIONRyanair is basically the Irish airline which was established in 1984 and is placed inDublin, Ireland. It has its primary bases at London Stansted as well as Dublin airport. It isconsidered as the large and biggest part of Ryanair Holdings and thus has sister airlines asRyanair, UK, Malta Air, Ryanair Sun. The main and primary products of Ryanair are food andbeverages, flight tickets, entertainment screens, lounge amenities etc. This report addresses thedifferent marketing concepts such as product orientation and Sales orientation, Marketingorientation and Societal marketing orientation.MAIN BODYMarketing conceptsMarketing concept is basically the strategy which the organizations uses and formulate inorder to satisfy their customers demands and needs, enhance sales and thus survive thecompetition (Armstrong and et.al.,2018). Ryanair has a well defined marketing concept withinwhich the most significant are product orientation and sales orientation. Product orientationProduct orientation is the marketing concept in which the main focus of the organizationsremains on their products. Therefore, they put the most effort on developing quality products andoffering them on right price (O'Connell and Williams, 2016). In order to boost up the sales,Ryanair can thus focus on maximising the value of their products. The key products which theyneed to improve are food and beverages, entertainment screen, and the lounge amenities.Ryanair can improve the effectiveness of these products in order to increase their sales andrevenue. Through the well defined product orientation, organizations are able to provide qualityproducts at much affordable price along with providing innovative products. With this marketingconcept, organizations are able to invest more for the development of technology which cab thusbe used for wide range of products. Ryanair through this can bring innovative technology in theirproducts like Blue box system in the entertainment screen which will provide the passengerswith system of onboarding streaming. Besides this, the product orientation emphasize onproviding quality products thus Ryanair can enhance the quality of their food and drinks whichthey offer to the passengers. At the end, through focusing on product orientation the sales as wellas the customer base of Ryanair will increase to great extent.

Sales orientationSales orientation is generally the approach in business wherein the organization focuseson building profit by persuading people to purchase their products rather than emphasizing onthe customer needs. Unlike the product orientation which is concerned about providing highquality products, sales orientation is mainly concerned about advertising the products and sellingthem without addressing the target audience. In this, the company combines their product whichare priced right along with sales tactics in order to persuade the customers to buy. Ryanair canuse this strategy extensively to increase their revenues and hence the sales (Caputo and Borbely,2016). The most important tactic of the sales orientation which Ryanair can focus upon isoffering a bundle of products at the price of one. Hence the main motive of the company herewould be to increase sales buy offering attractive deals to the customers. For example on preordering the meals at the time of flight booking, flight can offer 15% off. Bedsides this, companycan provide free beverages on ordering the food above the amount of 1000. This will eventfullyincrease the sale of Ryanair and thus will compel the consumers to buy product. Besides this, itwill also increase the customer base.Marketing orientation & societal marketing orientationMarketing orientationMarketing orientation is basically the strategic approach whose main focus is onrecognizing the needs and demands of consumers and thus developing products accordingly.When the organization utilizes this approach, they mainly emphasises on selling the goods thatwill satisfy the consumers demands. In short, it is a customer-oriented approach. Ryanair canuse this approach to effectively design their products and enticing more and more customers.Like for example, now a days more and more customers wants personalisation in terms of themeals offered in flights (Dinçer, Hacıoğlu and Özdemir, 2015). Thus analysing the customerneeds, company can provide services like Book the cook which will allow the passengers tochoose among various meal selection according to their needs. Thus, through the marketorientation, organizations increase their revenue by providing the customers what they need. Thismarketing orientation will be helpful for Ryanair and will eventually generate more and morerevenues for them along with capturing great market share.

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